BlackBerry Target Market - Ingram Micro：黑莓目标市场——英格拉姆微

BlackBerry Target Market - Ingram Micro：黑莓目标市场——英格拉姆微 BlackBerry Target Market Overview Target Market Characteristics and Needs: Mobile Professional A Mobile Professional generally has the following characteristics: , Individuals over the age 20 , Employed full-time in a professional occupation , Spends 20% or more of their total working time away from their work environment , Currently use or plan to acquire within the next 12 months mobile technology products or services which may include the following: Cell phones, PCS, Wireless Data, Messaging devices, Smart Phones, Notebook PC's and Handheld devices Needs of a Mobile Professional The primary target for BlackBerry? is the mobile professional, who also tend to be: , Age: 26-55 , An early adopter, technology astute and need to: , Handle time-critical or a moderate to heavy volume of business email (i.e. 25/30 emails per day) , Make phone calls while away from the office or desk , Manage personal information , Communicate and/or access information using SMS, instant messaging, and micro browsers This customer is still under-served by competition and there are few substitute products to fully meet their messaging needs. Industries with high concentrations of mobile professionals can also be easily identified for market development activities and sales opportunities. Corporate Market Prosumer Additional Characteristics: Additional Characteristics: The Corporate User is a mobile professional The Prosumer is a mobile professional that that also has the following characteristics: also has the following characteristics: , Their IT department tends to , Purchases technology product purchases technology product for them individually , Use or plan to use these mobile , Has disposable income/expense technology products or services for money to spend on addressing their primarily work related, as opposed to business needs personal usage , Purchased with the intention of , In many cases purchased through professional and often also personal Resellers use , Involves a structured decision process , Purchase impacted by personal with large handheld sales preference; interested in upgrading or opportunities, extended sales cycles augmenting what they already have and involvement by corporate IT , In many cases purchases technology groups product through Retail outlets , Users tend to work in companies with , Work in variety of company sizes over 100 employees (small office-home office (SOHO), Additional Needs small to medium enterprise (SME) , Access corporate data remotely business as well as F1000) (typically business systems) enterprises , Security of information is a requirement Additional Needs , Ability to access work and personal email accounts www.blackberry.com , 2003 Research In Motion Limited Page 1 BlackBerry Target Market Overview Benefits these Customers Can Expect from Using BlackBerry Mobile Professionals The key differentiators of BlackBerry are: , Best-combined phone* and email experience , Offers everything your mobile phone does plus more: email, data, SMS, organizer, web , Mailbox integration with a user’s business email , Always On/Push technology: Entire email delivered automatically, without requiring request or initiation by the user; immediate notification of new messages , Handhelds use Java? development platform* - based on open standards , Integrated attachment viewing , Easy-to-use solution and handheld , Efficient and familiar QWERTY keyboard design , Handheld security enabled with password protection , Compelling ROI General Benefits: , Mobility/Freedom , Responsiveness , Ease of use BlackBerry solves a major business problem: how to manage a constantly growing inbox of time-sensitive emails. BlackBerry handhelds are powerful tools which help control the users inbox – messages can be dealt with as they arrive, and not at the end of the day or when a user dials in. BlackBerry handhelds offer the Mobile Professional additional messaging options**, including voice, SMS, PIN-to-PIN messaging, and WAP/web browsing, allowing users to manage a wide range of time-sensitive information. Plus, voice-enabled BlackBerry handhelds have the optimal mix of the PDA and smartphone features to create the best-combined phone and email experience for people on the go. Additional Benefits to the Corporate Market Additional Benefits to the Prosumer (assumes use of BlackBerry Enterprise Server) , Ability to manage multiple email , Triple DES security of all messages addresses , Secure wireless access to corporate , Provides integration with greater variety of email accounts including: †data applications Microsoft Outlook, Lotus Notes, AOL, , Simplified management and MSN, Hotmail and POP3/ISP email centralized control accounts. , Leverages existing infrastructure and , Independence from IT investment , Multiple device support: BlackBerry Enterprise Server is network-agnostic and works with all BlackBerry handhelds and BlackBerry Connect enabled handhelds , End-to-end solution * not available with RIM 850, RIM 857, RIM 950 or RIM 957 handhelds **check with service provider for availability and service plans †Additional software development may be required ? 2003 Research In Motion Limited. All rights reserved. The BlackBerry and RIM families of related marks, images and symbols are the exclusive properties and trademarks of Research In Motion Limited. RIM, Research In Motion, "Always On, Always Connected", the ‘envelope in motion’ symbol, BlackBerry and the BlackBerry logo are registered with the U.S. Patent and Trademark Office and may be pending or registered in other countries. All other brands, product names, company names, trademarks and service marks are the properties of their respective owners. Sales tool – for RIM and BlackBerry Partner Internal reference use only www.blackberry.com 06/11/2003 Page 2